The 7 P’s of the Retail Marketing Mix - Physical Evidence (Retail Strategy 05.05.2021)

The 7 P’s of the Retail Marketing Mix

6. Physical Evidence

The layout of the shop and the reception and check out are part of physical evidence. Answering questions such as what will be the location of the store, or the location of the store in the mall, etc. in case of physical evidence.

 

Interaction of customer and the staff is also included in physical evidence along with people. The testimonials of the customer the cash receipts and after-sale service are also part of physical evidence of retail Marketing Mix.

 

Physical evidence refers to the place and all the other physical things which are present in that place in which the retailers and the consumer meet each other and interact for the purpose of selling and buying the products. It includes the place itself, the interiors, the furniture, the stationery, the brochures, the lighting, the dress of the staff etc.

 

Physical evidence is an important aspect in case of retail marketing because the customers form an impression of the organization on the basis of physical evidences. An effectively planned physical evidence can create a positive image of the organization in the minds of the consumers and create goodwill to the organization.

 

Physical Evidence:

Physical evidence is the environment in which the retail service is delivered and where the firm and customer interact, and any tangible components that facilitate performance or communication of the retail service. The physical evidence of retail service includes all the tangible representations of the retailers such as elements which create the ambience where the product is provided, brochures, and equipment. In some cases, it includes the physical facility where the retail service is offered for example, the retail bank branch facility.

 

A company's packaging catches the attention of new buyers in a crowded marketplace and reinforces value to returning customers.

 

Here are some ways to make your packaging work harder for you:

1. Design for differentiation. A good design helps people recognize your brand at a glance, and can also highlight particular features of your product. For example, if you’re a shampoo company, you can use different colors on the packaging to label different hair types.

 

2. Provide valuable information. Your packaging is the perfect place for product education or brand reinforcement. Include clear instructions, or an unexpected element to surprise and delight your customers.

 

3. Add more value. Exceed expectations for your customers and give them well-designed, branded extras they can use, like a free toothbrush from their dentist, a free estimate from a roofer, or a free styling guide from their hairdresser.

 

Corporate branding (signs, symbols and artefacts)

Finally corporate image and identity are supported by signs, symbols and artefacts of the business itself. Examples of this would be the signage in TATA which reassures the consumer through branding. When you visit an airport there are signs which guide you around the facility smoothly, as well as statues and logos displayed throughout the complex. This is all important to the physical evidence as a fundamental element of the retail marketing mix.

 

There are many examples of physical evidence, including some of the following:

·                  The building itself (such as prestigious offices or headquarters). This includes the design of the building itself, signage around the building, and parking at the building, how the building is landscaped and the environment that surrounds the building. This is part of what is known as the services cape.

 

·                  The interior of any business environment is important. This includes the interior design of the facility, how well it is equipped, internal signage, how well the internal environment is laid out, and aspects such as temperature and air conditioning.

·                  Packaging.

·                  Internet / web pages.

·                  Paperwork (such as invoices, tickets and dispatch notes).

·                  Brochures.

·                  Furnishings.

·                  Signage (such as those on aircraft and vehicles).

·                  Uniforms and employee dress.

·                  Business cards.

·                  Mailboxes.

·                  Many others.